Goal of the ad fb5 , utm17

Why do we think that?

• When comparing utm17 against utm1 we see that the fb5 value is almost entirely used in conjunction with the nr (Non-registered supporter) value. Given it always appears alongside the ‘Behavioural’ targeting method, we hypothesize that these ads are shown to people who Facebook deems are interested in a Trump-related term. These supporters can then be cultivated to make donations.